In our recent blog post about the rise of mobile, we asked if your online brand presence was ready for interaction with a consumer using a smartphone or a tablet. Mobile and tablet manufacturers are constantly integrating hardware and software to make web-based video accessible from anywhere. With that technological bar going nowhere but up, sites without access to rich video content are destined to be left behind.
So we have another question for you: Does your online presence showcase the web-based video content that consumers want and expect?
And boy do they want it — on every screen:
16 million mobile users in the US watched TV or video on mobile phones during the three month average period ending June 2011 (comScore)
180 million (86%) of the U.S. Internet audience viewed online video during July 2011. Viewers watched online video for an average of 18.5 hours per viewer and engaged in 6.9 billion viewing sessions (comScore)
Viewers who watch video on a retail website stayed on average twice as long as the ones who didn’t watch a video — and those retailers ultimately were able to see much higher levels of conversion (Forrester Research)
Okay, now that question just became a bit more serious. Even without the validation of those statistics, using web-based videos inserts the sense of sound into your marketing mix. It also augments our sense of vision with motion and animation to tell your brand’s stories. In short, it immerses the user, turning your passive site into an active one. Now if we can just figure out that “Smell-O-Vision” thing, we’d be set.
We’ve thrown the term “web-based video” around a few times. What we mean by that is production quality on par with a journalistic or documentary style. Think customer testimonials, staff interviews, highlighting special events and showcasing activities. The proliferation of high definition cameras and editing software has made it possible for marketers to also be brand journalists.
Additionally, the quick and seamless deployment of web-based videos has fed consumer demand. Sure, videos can be integrated into your brand website — your “owned” media channel — through a content management system or simple programming, but you can reach a wider audience, achieve higher engagement and build your “shared” media channels by publishing them to your social networking sites such as YouTube, Facebook, Vimeo, Flickr and others.
Plus, video is a great complement and adds variety to your other type of social content, such as posts, contests, photos and polls. Not only can the social networking sites “host” your videos, but doing so ensures your video content also will be accessible and work on smartphones and tablets. And smartphone users are more likely to engage in advertisements and be brand advocates than those without smartphones (Yahoo & Ipsos).
As digital-centric marketers, our job is to leave no stone unturned when searching for ways to reach to consumers. So no more excuses — let’s shoot!